Around the mid-2000s a crisis discourse emerged in educational policy-making in the EU and in Sweden. Using the EU and Sweden as empirical references, this article explores how this crisis discourse has been and is employed by politicians and NGOs. Discourse Institutionalism is used as an overall theoretical framework focusing on how the crisis discourse is "coordinated" among powerful policy actors and "communicated" to the public, while critical discourse analysis is used for the systematic analysis. The crisis discourse implies that action has to be taken immediately and that there is no option other than to act, and the result shows that this normative discourse is becoming an important and powerful instrument in the hands of both national and transnational actors seeking public legitimacy for extensive reforms.